Facebook is now an inescapable part of modern life. The popular social networking site boasts 1.86 billion monthly active users as of the end of 2016, and those users come to keep up with their friends, share news and videos, and interact with businesses. Your healthcare practice can’t afford to go without a Facebook page.
To set up your practice’s Facebook page, first choose the correct page category – most likely “Local Business or Place – Doctor.” Make sure to choose a simple name for your page, since it will also double as your page’s web address. Choose a recognizable image as your profile picture – your logo, ideally, since this picture should remain the same for the life of the page. And fill out your practice information as completely as possible, including contact and location information, a concise mission statement, and a link to your website.
Once your page is up and running, you can encourage patients and community members to follow you on Facebook. Use links on your website, email newsletter or other social media to drive them to the page. Once they begin to follow you, their Facebook friends may do the same (whether they already know your practice or not).
As followers begin to visit your page, you should provide them with a steady stream of content. That content can include:
Brevity and personality are major advantages; avoid long, rambling posts, or overly corporate language. You want a quick interaction that reminds your followers of the practice without intruding too much on their lives.
You also want to avoid excessive posting; marketing site HubSpot estimates that pages that post more than 60 times a month receive 60% fewer clicks than pages that post 5 times a month. It may seem intuitive to post as much as possible, but one post per day is more than sufficient for optimal patient interaction. And Social Media Today even suggests limiting your practice-related posts to a mere 20% of your output – because Facebook users are there for community, not ads. They respond to what is fun, personal and social, and so reminding your followers directly about your services only once a week should be enough to bring them into your office.
Using Video to Promote Your Practice
Posting video content on your website is a great marketing tool for your practice. Video humanizes your practice, increases engagement with new and current patients and is easy to pull up on a phone or tablet. Healthcare providers should consider incorporating educational videos as part of their online marketing strategy. Why is video such an effective marketing tool for your practice?
It’s a Mobile-Friendly Format. Thanks to the smartphone, patients are searching for their content on their phones or tablets about half the time, according to Forbes.com. Sifting through written content designed for a computer screen becomes tedious on a mobile device. This means that even if you have great written content for your site, it might be pushed aside half the time simply because of the format. Video, however, is very mobile-friendly and easily digestible on the go.
It Proves You’re Human. Patients are more apt to connect to a human face and voice than to stagnant words on a screen. They want to know they are being cared for by professionals who are real human beings. Consider a video interview with a doctor explaining signs she looks for to tell the difference between a run-of-the-mill mole and one that could be cancerous, for instance. Your patients – current and potential – will like the sense of connection from seeing the doctor’s face and hearing her voice.
Also consider using videos of patients recommending your practice. Participation is voluntary, of course, and patients should not divulge specifics of their medical history. They can speak to why your practice is beneficial to them and how the doctors and staff are helpful and trustworthy. Again, this can help establish your practice’s credibility far more than written words on a screen. Patients like getting recommendations for healthcare services from people they know; videos of real patients recommending your practice are the next-best thing.
It Creates More Searchable Paths to Your Site. If you first upload your video to a video site like YouTube and then embed the video into your practice’s page, you’ve created multiple, searchable access points to your video content. Like blog posts, videos are searchable based on keywords. Your video content can come up in YouTube, in a search engine like Google and on your site. Videos are also easy to share on social media for even more avenues for patients to find your content.
Learn More Marketing Strategies
TCI’s Practice Marketing Sourcebook gives you the knowledge, tools, and action items you need to attract and retain patients, make data-driven marketing decisions, and achieve your growth goals amidst the changing market.